Banijay Kids and Family, the dedicated production, distribution and sales division for children’s programming at Banijay.
Banijay Kids & Family

Further Licensing Deals Secured for Totally Spies! Amidst Ratings High on Gulli

Posted: 27 Jun 2025

Partnerships with Buckle–Down and YouTooz agreed as Gulli confirms record audience share

Banijay Kids & Family, a global leader in children’s entertainment, behind hit shows Mr Bean: The Animated Series and Once Upon a Time…, today announces licensing deals for its hit spy-fi franchise, Totally Spies!, with belt and accessories-manufacturer Buckle-Down, and collectibles company, YouTooz, secured through US agent CWA (Carlin West Agency LLC). 

The agreements see Buckle-Down produce a range of Totally Spies!-inspired accessories, pet accessories and leather goods, available worldwide through its website and in the US for wholesale sales, and YouTooz, known for its hugely popular plush collectibles, releasing a special plush collection comprising the three iconic lead characters, which will be available worldwide via its website. 

The deals come as Gulli unveils the impressive Totally Spies! season seven ratings in France, confirming a record audience share of 42.7% (age 4-10), attracting 27M viewers since its May 2024 launch. It was also confirmed as the most-watched IP on Gulli’s social channels with 26.5M views across Facebook, Instagram, TikTok. 

We’re incredibly thankful to Gulli for being such a passionate partner in the Totally Spies! adventure. These phenomenal ratings confirm Totally Spies! is more than a series — it’s a cultural phenomenon that has never stopped inspiring kids (and grown-ups!) for nearly 25 years. The brand’s power to connect across generations and platforms is simply extraordinary. Reaching over 26.5 million viewers and becoming the #1 IP on Gulli’s social platforms is both a great honour and a powerful encouragement for what lies ahead.
Benoît Di Sabatino
CEO, Banijay Kids & Family/Producer Totally Spies!
The Totally Spies! licensing programme continues to demonstrate sustained growth across key markets. This momentum is reinforced by strong consumer demand, which is clearly reflected in the show’s record-breaking ratings, giving licensees confidence to invest further in the brand.
Roubina Tchoboian
Head of Global Licensing, Banijay Kids & Family

Totally Spies! season 7 was produced by Zodiak Kids & Family France (part of Banijay Kids & Family) with commissioning partners Gulli, and Discovery Kids LatAm. An eighth season is in production with commissioning broadcasters Gulli and Warner Bros. Discovery EMEA, plus a live-action adaptation is in development, produced by Banijay Kids & Family, in partnership with Amazon MGM Studios and Gloria Sanchez Productions.  

Banijay Kids & Family’s collective of first-class producers and talent is behind some of the biggest kids brands in the world. As brand builders and experts at amplifying IP, it delivers creative and impactful 360 brand strategies for its shows. 

Led by Benoît Di Sabatino, Banijay Kids & Family is part of content powerhouse Banijay Entertainment. 

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